W+Okay intrigues with philosophical new marketing campaign for Leffe

Leffe is venturing into what a few of us would possibly recall as Stella Artois territory with a brand new “model platform” from Wieden+Kennedy – ‘Convey Extra to the Desk’ – positioning the beer as one thing to be shared over a meal slightly than swigged on the bar (the venerable abbey-produced tipple is fairly robust.)

To that finish we’ve got two outdated associates and their (unstated) ideas.

Leffe advertising and marketing director Lourenço Arriaga says: “This marketing campaign marks a historic second within the lifetime of our eight-century outdated beer model. It transports the foundational values of the Leffe Abbey and its beer, corresponding to generosity, consideration and honesty, to right now’s world, within the hope of inspiring us all to have extra deep and significant moments with our family members – inevitably over a Leffe and a meal.”

Bold – Stella’s ‘Reassuringly costly’ marketing campaign from Lowe Howard-Spink, labored as a result of they caught with it for years, nevertheless enigmatic it appeared at first.

Properly shot by Gary Freedman.

Leffe ought to be in for the lengthy haul.

MAA artistic scale: 7.